Emirates, the world’s largest international airline, opened its Emirates World retail store in Casablanca, Morocco back in November, marking the airline’s first introduction of the concept to North Africa. Spanning 534 square meters, the Casablanca location is the largest Emirates World store in the airline’s global network. The store aims to enhance the customer experience and reinforces Emirates’ longstanding commitment to the Moroccan market.
A Strategic Location and Enhanced Customer Experience
Situated on the prominent Franklin Roosevelt Boulevard in Casablanca, the Emirates World store offers customers a modern, lounge-inspired environment. Visitors can receive personalized travel support and inspiration from the airline’s experienced consultants or interact with smart self-service technologies. The open-plan design, light color palette, and contemporary furnishings create a space that echoes the inflight ambiance of Emirates’ aircraft cabins.
The store features nine customer service counters, where consultants provide services ranging from itinerary planning to booking support and general inquiries. One of the store’s key attractions is a full-size display of Emirates’ A380 Onboard Lounge and Premium Economy seat, giving customers a chance to experience the airline’s flagship products firsthand.
Smart technologies, including a ‘selfie mirror,’ allow customers to take photos against destination-themed backdrops, while self-service kiosks offer a more efficient way to manage bookings and reduce wait times.
Inauguration Ceremony and Leadership Remarks
The Emirates World store was officially inaugurated by Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, and Adil Al Ghaith, Emirates’ Senior Vice President for Commercial Operations in the Center region. The event was attended by UAE Ambassador to Morocco, His Excellency Alasri Aldhaheri, as well as other dignitaries, trade partners, and media representatives.
Commenting on the occasion, Adnan Kazim highlighted the airline’s vision for retail innovation, stating, “The opening of Emirates World in Casablanca comes just three weeks after the inauguration of our first store in Africa, delivering on our promise to enhance the customer journey across our network of 19 cities on the continent.”
He further emphasized the airline’s broader customer-centric approach, saying, “Our global retail strategy goes beyond a simple transaction and instead brings our ‘Fly Better’ promise to life, through dedicated and personalized services, smart and efficient technologies, and hands-on product displays.”
A Longstanding Commitment to Morocco
Emirates has maintained a strong presence in Morocco for over 20 years. Since launching its first flight to Casablanca in 2002, the airline has transported over 3.65 million passengers on its daily Dubai-Casablanca route.
To strengthen connectivity within Morocco, Emirates established a codeshare partnership with Royal Air Maroc in 2022. This partnership allows customers to connect to 18 additional Moroccan destinations, including popular tourist hubs like Marrakech, Agadir, and Tangier. In the past year alone, more than 28,600 passengers have taken advantage of this seamless travel option.
Emirates also plays a role in job creation for Moroccan nationals. Currently, over 860 Moroccan citizens serve as Emirates cabin crew, bringing local hospitality and culture to the airline’s global customer base.
Analysis
Emirates has been opening these travel stores worldwide with this being their latest edition to the network. Currently there aren’t any travel stores in the United States, hopefully though Emirates does open one maybe in New York.
Before airline websites were online most airline tickets had to be purchased through a travel agent or the airline’s ticket office. In the United States these have largely disappeared however in Asia & other continents it’s still common to book airline tickets through the airline’s ticket office or travel agent.
Emirates has taken this concept and made it so perspective clients can experience Emirates’ service or ask questions before their flight.
